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Cadillac chief marketer admits ELR is 'a big disappointment'

During the Cadillac XT5 global launch in Dubai, Automobile interviewed Cadillac Chief Marketing Officer Uwe Ellinghaus and got the CMO to touch on just about every major issue affecting the brand and the industry. After two years on the job, having come from 15 years at BMW, Ellinghaus naturally started with the "passionate Cadillac customers" and "iconic brand" spiel, then they got into a top-down look at where America's preeminent luxury brand stands. Ellinghaus said Cadillac is in a period of transition, lately focused on smaller and more performance-oriented vehicles, which has alienated a chunk of veteran customers and left others trying to figure out what Cadillac is about. He believes that "for a few more years, the products will probably be stronger than the brand," while he does his work of conveying what the company has to offer. But the brand had to make the switch, because "Generation X and Y will make 80 percent of all actual buyers in the next five years..." On top of that, he'll be working on making sure the customer and dealership experiences are where they need to be. Speaking of dealers, Ellinghaus thinks the future will not be brick-and-mortar shops, but digital pickup-and-delivery services. "Nobody wants to go to a dealership for service and maintenance," he says. He said the ELR has been "a big disappointment," but it has taught Cadillac that converting its existing line-up to plug-in hybrids is a better way forward. However, he characterized the plug-in hybrid as "the next all-wheel drive," in that everyone's going to offer it soon, so it will be "an entry ticket into luxury automobiles rather than a differentiating aspect." The CMO thinks the CTS is suffering because of the decline in the US midsize luxury sedan market in general thanks to the SUV and crossover craze, so the brand really needs another small SUV. Head over to Automobile for more of Ellinghaus' intriguing answers, like "I do believe that very long-term hydrogen is really the way," and "it's time to get real" in Europe. Taking a dig at Volkswagen on that last matter, he also said, "I think the absence of the diesel is not as much of an issue as it was eight weeks ago." Related Video:

Recharge Wrap-up: BMW to test autonomous cars, Korea bans sales of BMW, Nissan, Porsche models

BMW will test autonomous cars on public roads by the second half of 2017. The German automaker, with partners Mobileye and Intel, will operate a fleet of 40 self-driving vehicles using a "scalable architecture" that will be made available to other automakers. The partners plan to offer products ranging from key components to "a complete end-to-end solution" for autonomous driving. Since parting ways with Tesla, Mobileye also recently announced it would provide its technology to Lucid Motors. For BMW, it all leads up to its fully autonomous iNext model slated for introduction in 2021. See the video above, and read more in the press release from Intel. South Korea has banned the sale of certain models from BMW, Nissan, and Porsche over emissions cheating. Following an investigation, regulators determined emissions testing documents to be falsified. The country's Ministry of Environment has fined the three automakers a total of $5.9 million, and revoked the certification of 4,523 vehicles across banned 10 models. Six of the models were still on sale, while the other four have been discontinued. Read more from Automotive News Europe. China's prices for the Cadillac CT6 Plug-in are significantly higher than those announced for the US. The plug-in hybrid version of the luxury sedan recently went on sale with the two variants priced at RMB 558,800 and RMB 658,800. At the time of this writing, that's $80,420 and $94,812. Cadillac announced it would bring the CT6 Plug-In Í– which is built in China – to the US in the spring of 2017, starting at $76,090 before federal and local tax incentives. Hybrid Cars points out that China's own generous incentives could help to make it more competitive. The offering of a charger with free installation as well as an eight-year warranty on the electric powertrain should help, too. Read more at Hybrid Cars. A Connecticut court has ruled in favor of Tesla's gallery showroom in Greenwich. Last May, the Connecticut Automotive Retailers Association brought the suit to block the showroom on Greenwich Avenue, which has now been dismissed by the Connecticut Superior Court. Tesla cannot offer test drives, sell cars, or operate a Supercharger at the location, but it can sell other branded items and educate the public about its vehicles. It's possible that the issue of Tesla's direct sales model could come up again this year in Connecticut state legislature. Read more at Teslarati .

Cadillac launching crossover-heavy product offensive

Utilizing information provided by Cadillac suppliers, Reuters says that Cadillac is preparing two more crossovers that will bow after its current product initiative is complete. According to the report, a year after the next SRX arrives in 2016, a pair of CUVs will be unveiled that will bracket it in size, and they'll be headed for the US and Chinese markets.
That is years away, though. For now, the company's attentions are on the nearly here CTS and ELR range-extended coupe, the next Escalade SUV (shown above), an ATS coupe, and the range-topper that will sit above the XTS. That, and possibly an even more impressive range-topper that promises to be the mean and majestic super-luxe unicorn Cadillac we've been dreaming about for more than a decade now.
In response to the issue of how German crossovers might be having an impact on Cadillac's future plans, a company source said - rightly, we think - "we don't need to duplicate the Germans." That doesn't mean, however, that it can't wade deeper into a market segment that the Germans are making a ton of money in. In fact, and since everyone is doing it, we'd be surprised if Cadillac didn't, even if it won't happen for another four years.